'The Hunger Games' Faces Marketing Hurdles

Rachel Dodes on Lunch Break looks at how the marketing plan for the film version of "The Hunger Games" is aiming at men as well as women. Photo: Lionsgate

This transcript has been automatically generated and may not be 100% accurate.

I ... it's it's it's being talked about the silly people I actually picked up a lot ... it is so excited for the movie so it is not just a young adult novel that that that the Libyan people know I think early on didn't realize that and the books were a hit and generating interest from the ... eyes of well first in eighteen years and now ... old and then they're interested in this well and in fact the article that the main point that this movie a the producers of the movie are trying to get home that this is not just a check for ... a yet not they're saying it's on tonight while I which was a rare case of um ... the studio franchise rising on the strength of you know teenage girls ... of normally if he's doing a big franchised on the really needed to be like a four Quadrant picture which is like marketing speak very targeting every possible audience member you can get ... he did very well so ... I think that a wealthy that they felt that it had to worry that if it becomes sort of a lot of screaming teenage girls that demand will shy away ... I think so I think that could be a concern and I think that in the market and you have to ... certain in a very short hand way is to showcase what the film is about it's it's a delicate balance that you know ... that the heroine is this the ... teenage girl ... and there is a love triangle so I think it sort of a delicate thing not to play that up too much because it really isn't that ... critical in in the first bucket list ... and I did it and the heroine being a woman does that ... play a role in whether or not men will ... latch on to found not necessarily any and that marketing experts say you know ... guys were very anti indicate back and sat on the recent underworld movie that was number one ... so you know we're not at the crop that you know yes it's not necessarily add to turn ... is that what they do a second how big of a movie with the scissors for ... much of a relying on a really ... I'm getting mad ... at me I can estimate a hundred million for Greece and its really sad for for them so and ... and the tracking reports are indicating that it will shatter records from our sch um and and two in over a hundred million in opening weekend so that doesn't play scary numbers because if ... they only do ninety or ninety one ... people may perceive that as falling short of expectations even though ... for March that's only been achieved wants to know ... so ... if the cases are very high and is already going in their thoughts of ... him doing the bold enough anything and they are yet they want this to be a multibillion-dollar four part ... series so you know if it doesn't do well um it will have lingering after that ... but you know based on the enthusiasm it does not seem like that's kind of TV out